Planting seeds of change

Planting seeds of change: Abbe’s story of farming, family, and flowers

“Don’t be afraid to invest in yourself, and don’t be afraid to change.”

For Abbe Hoare, farmer, businesswoman, and mum of three originally from the King Country, these words aren’t just advice. They’re the story of her life.

At first glance, Abbe’s life may seem like a juggling act owning a 90-hectare sheep and beef farm in Mangamaire, running a thriving fencing business with her partner, raising three young children, and welcoming thousands of visitors each summer to her spectacular sunflower field. But talk to Abbe for five minutes and its clear: her life is a journey of purpose, heart, and growth.   

The courage to pivot

Abbe’s career started as a radiographer, specialising in mammograms. It was meaningful work, but over time it began to weigh heavily on her. Particularly as she worked closely with many women in her community.

“I was getting closer in age to the women going through some tough times, and I knew some of them”, she reflects. “I was taking it all on and I realised that this role isn’t right for me anymore”.

So, Abbe made a brave choice and stepped away. Not from work, but toward something new. She turned her focus and energy to her land, into more of a business development role in the fencing business she runs with her partner, and eventually to a bold idea that came to her while nursing her second baby – sunflower fields.

An idea that bloomed into something magical

“ I was scrolling through photos of sunflower farms in the US and thought, we could do that here.”

That seed of thought has grown into what’s now one of New Zealand’s premium sunflower fields, complete with events, merchandise… and joy.

“We get thousands of people through every season. And the wonderful thing is, people cannot be sad when standing in a magnificent field of sunflowers!”, she exclaims.

Initially Abbe’s plan was to generate some additional income and utilise her photography skills. Now, heading into their fifth season her business attracts huge numbers of visitors from all over the country, and further afield. But while this business is thriving, for Abbe it’s about much more than the bottom line. It’s about providing something magical that she’s created from scratch, right there on her land.

Growing confidence, and her voice

In the midst of all this change, AWDT played an important role. Abbe completed several AWDT programmes, including Understanding your Farming Business and Next Level, which helped her build both the knowledge and confidence to lead in new ways.

“Understanding your Farming Business gave me a strong base on the business side of farming”, she says. “I grew up on a farm but it’s not like I was sitting with my dad doing the books. When my partner and I purchased our own farm, suddenly I needed to understand stock reconciliations cashflows, everything. AWDT helped me do that”.

More than just numbers, AWDT’s programmes also helped Abbe understand herself. “Next Level really sparked something in me. It helped me figure out how I work, how I lead, and how to communicate. We even got our fencing team to do the Clifton Strengths personality test!”

Confidence in action

This leadership lens, underpinned by self-awareness and emotional intelligence continues to shape how Abbe shows up in business, in her family, and the community.

“There’s so much power in being in the room and knowing you have something valuable to offer. That’s so important.” she says.

Confidence has also helped her realise when something isn’t working – like choosing to move to a new accountant who could provide the right strategic advice. “You’re allowed to ask more of the people who support your business. That was a big lesson”.

The power of connection

One of the unexpected gifts of AWDT was the community of women Abbe met, many of whom she is still in touch with.

“There’s something really special about women supporting women,” she says. “It’s like having your own cheer squad”.

That sense of connection, of being in a room where there are no egos, and where everyone’s voice matters is something she values deeply.

“At other rural events, I’ve sometimes felt like I couldn’t ask a question in case it didn’t come across well or make me look silly. But in AWDT spaces, I always felt safe to ask”.

And that, she says, is where the magic is: “The magic is in the room, being together, learning from each other. That’s where real transformation happens”.

Looking ahead

So what’s next for Abbe?

She isn’t entirely sure, but this doesn’t worry her. She knows there are opportunities everywhere and that she has the confidence and tools to seize the right ones as they come up. Whether it’s growing their fencing business, diversifying the farm, or simply enjoying the seasons of family life, she’s open.

“You don’t have to do everything, but you do have to invest in yourself”, she says.

And her advice to other women?

“Don’t be afraid to back yourself. You can change careers, start something new, and it won’t be the end of the world. In fact, it might just be the beginning!”.